The Phoenix Brand Standards Book

The Phoenix Brand Standards Book

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Introduction At Phoenix, we are leaders in the world of packaging innovation. If you can imagine it, we can make it. As we move into fresh, exciting markets with new products, we created this “how-to� manual for expressing the updated Phoenix brand. This guidebook is a comprehensive reference tool for the process of brand management, defining a common set of standards to help you denote the Phoenix brand wherever it touches the world.

Rise With Us. / 0 3 / P H O E N I X B R A N D STA N DA R D S

Table of Contents Introduction SECTION 01

06 The Phoenix Brand

The Phoenix Brand

08 What Does It All Mean?

11

The Phoenix Brand Experience

SECTION 02

14

The Brand Identity System

The Brand Identity System

15

Logo Principles

16

Logo Uses

28 Color Principles 31

Typography Principles

32 Typography Uses 38 Page Architecture 41

Photography Principles

SECTION 03

46 Design Applications

Design Applications

47 Applications Principles 48 Identity Collateral 52 Signage 56 Cartons

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SECTION 03 CONTINUED

58 Clothing 60 Miscellaneous 62 Digital Applications

SECTION 04

67 Overview

Sub-Brands

70

Horizon Logo Principles

78

Sub-Brands Color Principles

80 Sub-Brands Typography Principles 84 Print Applications 86 Digital Application SECTION 05 Brand Support

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89 Asset Directory and Contact

Section 1: The Phoenix Brand

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The Phoenix Brand Since1890, clients have been counting on Phoenix for superior packaging. We deeply value these established client relationships and our dedication to them has only expanded over time. The strength of our company is firmly built on this loyalty– our products and processes continuously progressing to meet the growth of the industry and our clients.

Thirty-five patents and billions of packages later, we’re still the industry pioneer and that loyalty is a / 07 / P H O E N I X B R A N D STA N DA R D S

healthy part of what makes us a strong, competitive brand. Our brand and what it stands for, is a daily promise we make to our customers–a mission of innovative quality–and it’s the other main ingredient to our success.

For employees, the brand promise is carried out in their daily work experience– an equally important part of our brand’s representation.

When our customers as well as our employees share that commitment to the Phoenix brand, branding efforts

thrive, ensuring that brand standards continue to reflect the purpose and agility that has always made us great.

Through this process, we build awareness and improve relationships.

These brand standards are designed to provide a distinctive, memorable, visual expression of the quality we ensure in everything we do.

What Does It All Mean?

Why do we do create and follow a brand standards system?

What are the elements that make up our Brand Identity and how do we use them? In this manual you will find a how-to guide with instructions about the exclusive colors, graphics, and typefaces of our brand, as well as the ways to use the Phoenix logo properly. Consistent use of brand standards is the key to telling the Phoenix story with continuity so that we may shape the perception of our company in the eyes of everyone who comes into contact with us. It will ensure the impression of Phoenix is safeguarded, by giving everyone access to the same rulebook. / 0 8 / P H O E N I X B R A N D STA N DA R D S

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The Phoenix Brand Experience B RAN D VI S ION

B RAN D ATTR I B UTE S

DE FI N I NG TH E B RAN D EXPE R I E NCE

Where we are going as a company and what we want to be:

The characteristics we want associated with Phoenix. We have gathered input from customers and we know that these are all characteristics that they believe are important and that could strongly affect their purchasing decisions:

The Phoenix brand experience defines our customers’ interaction with our company, its products, people, and communications.

When customers interact with Phoenix, we want their experience to be:

Phoenix is invested in staying on the forefront of industry development through a commitment to innovation and quality.

B RAN D STANCE

The single idea we want to own in our customer’s minds: Phoenix rises with purpose, with pride, with dedication.

B RAN D PROM I S E

Our commitment to our customers: Phoenix promises to pursue and deliver excellence in every facet of our business in order to find the highest level solutions to every client need.

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Reliable Productive Customer-Focused Quality-Driven Value-Oriented Consistent Creative Trustworthy Dedicated Innovative Thorough Peerless

Vital The experience should function as an essential element to our customers’ brand portfolio.

Effortless The experience should be a seamless process for our customers and one that positively enhances their lives.

Visionary The experience should transform our customers’ needs with innovative solutions that delight and surprise.

Accurate The experience should surpass every technical and functional expectation.

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Section 2: The Brand Identity System

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Logo Principles The Phoenix logo is a powerful symbol of promise. It is hopeful, balanced and assured–a perfect coordination of all that Phoenix embodies. It signals an upward trajectory with its rising bird symbolism, yet is grounded by the strong, weighted typography of its logotype. It pays homage to existing brand heritage while squarely setting its vision on the future. Modern treatments speak to the excitement of possibility that lie in continued growth and exploration for the company. The Phoenix logo works across all media and should be embraced with pride and respect. / 015 / P H O E N I X B R A N D STA N DA R D S

Logo The Brand Identity System Logo Principles

The Phoenix Primary Logo should work across all media.

The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, we’ve creative a system that includes PANTONEŽ color and its CMYK Process equivalents as well as HEX and RGB values. Reversed logo treatments are also included.

So whether the Phoenix logo appears on packaging, the Web, in print, on screen, or on a product, you have design flexibility to adapt the logo to its appropriate design context.

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Logo The Brand Identity System Logo Principles

The Phoenix Primary Logo has two main elements: the illustrated bird and the bold lettering. They each play an important role in expressing the symbolism of our brand.

PHOE N IX R I S I NG MAR K

OU R MAR K

The Phoenix Rising Mark references the heritage in our brand and conveys the power and upward momentum of the company’s future with its modern take on a classic symbol.

OU R WOR DMAR K/LOGOTYPE

The bold, all caps lettering of the logotype sets an immediate tone of confidence and consistency. Its clarity and strength conveys trust to our clients and partners.

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PHOE N IX WOR DMAR K

Logo The Brand Identity System Logo Principles

CLEAR S PACE

The Phoenix Primary Logo needs space to breathe. The clear space surrounding the logo is an integral part of its design.

Always maintain the allocated space around the logo wherever it is used.

M I N I M U M S IZ E FOR PR I NT

The logo minimum size with trademark symbol should never go below 1.5” for print applications. The trademark symbol will not reproduce at any size smaller than 1.5”.

CLEAR S PACE = LETTE R X

M I N I M U M S IZ E FOR DIG ITAL

The logo minimum size with trademark symbol should never go below 144 px wide at 72 dpi. For all on-screen and video applications smaller than 144 px at 72 dpi, remove the trademark symbol completely.

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PR I NT M I N I M U M S IZ E WITH ™ SYM BOL 1.5” WI DE

DIG ITAL M I N I M U M S IZ E WITH ™ SYM BOL 144 PX WI DE @ 72 DPI

Alternate Logos The Brand Identity System Logo Principles

In certain circumstances, it may be appropriate to use the Wordmark or the Rising Phoenix on their own.

WOR DMAR K ON LY

PR I NT M I N I M U M S IZ E WITH ™ SYM BOL 1.0” WI DE

The wordmark on its own is best used when the Rising Phoenix mark would be illegible at a very small scale.

R I S I NG PHOE N IX ON LY

The Rising Phoenix on its own should be reserved for special design applications.

Please consult with the Marketing Dept.

ITS OK TO AS K!

If you’re unsure when to use either of these alternate logos, reach out to our marketing lead: Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

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PR I NT M I N I M U M S IZ E WITH ™ SYM BOL 1.0” WI DE

Alternate Logos The Brand Identity System Logo Principles

The Phoenix Center Stacked Logo is reserved for use when the Phoenix Primary Logo is not appropriate due to tight space restrictions.

Instances of this would mainly occur on packaging.

The Phoenix Center Stacked Logo is NOT to be used in place of the Primary Logo.

APPROVAL R EQU I R E D

Use of the Center Stacked Logo requires approval from the Marketing Department: Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

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Tagline Principles The Brand Identity System Logo Principles

The Phoenix Logo with Tagline is an additional alternate logo and part of the Phoenix Family of Logos.

OU R TAG LI N E

There is NO flexibility in the placement of the tagline and combination mark. The words in the tagline, including their order, should not be changed, customized or revised. Do not alter the placement of the tagline in relation to the Primary Logo.

US E WITH DI SCR ETION

The Phoenix Logo with Tagline is to be used with discretion and not as a substitute for the Primary Logo.

Please reach out to our marketing lead for guidance: Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

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Logo Use of Color The Brand Identity System Logo Principles

Here are guidelines to help you navigate which color logo is best suited to a specific application.

100% WH ITE

100% B LACK

20% PM S 2333

40% PM S 2333

FU LL-COLOR USAG E

The full-color logo lockup may appear against a white (positive) or black (reverse) background. These are the main colors to use behind the logo.

US I NG J U DG M E NT

The logo may be reversed out of simple fields of color, provided contrast and legibility is maintained.

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Misuse of Color The Brand Identity System Logo Principles

Here are guidelines to help you navigate which color background must NOT be used in any application.

I NCOR R ECT COLOR US E

LOGO COLOR HAS B E E N ALTE R E D

NOT E NOUG H CONTRAST

NOT E NOUG H CONTRAST

I NCOR R ECT COLOR US E

NOT TO B E US E D OVE R PHOTOG RAPHY

US I NG J U DG M E NT

When background values fall between 10% and 80%, there must be sufficient contrast between the background and all elements of the lockup and the appropriate color logo version must be used.

M I S US E S

No Phoenix logo should ever be used over a photographic background.

No Phoenix logo color combination should ever be altered or changed.

Do not place the Phoenix logo over unapproved color backgrounds.

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Logo Use One-Color The Brand Identity System Logo Principles

Here are guidelines to help you navigate which one-color logo is best suited to a specific application.

100% WH ITE

100% B LACK

30% B LACK

40% B LACK

100% PM S 485

100% PM S 2333

ON E-COLOR USAG E

When creating black and white material, always use a one-color version of our logo. The lockup should never be converted to any other color. Black and white one-color logos are the only acceptable single colors to use. Never use the Phoenix Red in a one-color logo.

US I NG J U DG M E NT

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Misuse One-Color The Brand Identity System Logo Principles

Here are guidelines to help you navigate which one-color logo and background must NOT be used in specific applications.

NOT E NOUG H CONTRAST / 80% B LACK

NOT E NOUG H CONTRAST / 10% B LACK

R E D LOGOS AR E NOT PE R M ITTE D

R E D LOGO AR E NOT PE R M ITTE D

ON E-COLOR USAG E

When creating black and white material, always use a one-color version of our logo. The lockup should never be converted to any other color.

US I NG J U DG M E NT

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Misuse The Brand Identity System Logo Principles

Compromising our logo’s appearance compromises the appearance of our company as a whole. The examples on this page demonstrate ways of impairing our brand by misusing our logo.

DO NOT ALTE R R E LATION S H I P

S E PARATI NG MAR K R EQU I R E S AUTHOR IZATION

LOGOTYPE US E R EQU I R E S AUTHOR IZATION

DO NOT US E LOW QUALITY R E PRODUCTION S

DO NOT CHANG E LOGO COLOR

DO NOT PLACE MAR K WITH I N ANY S HAPE

MAR KETI NG CONTACT

Curious to know if you’re using our logo in the right way? Email or call our marketing lead: Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772 U NAUTHOR IZ E D USAG E

All unauthorized, out of the ordinary or inappropriate use of the Phoenix logo is unacceptable without prior consent.

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Logo Misuse The Brand Identity System Logo Principles

Compromising our logo’s appearance compromises the appearance of our company as a whole. The examples on this page demonstrate ways of impairing our brand by misusing our logo.

DO NOT DI STORT OR ROTATE

DO NOT ALTE R COLOR

DO NOT ADD E FFECTS

DO NOT R ECR EATE

DO NOT OUTLI N E

DO NOT ADD TEXT

MAR KETI NG CONTACT

Curious to know if you’re using our logo in the right way? Email or call our marketing lead: Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772 U NAUTHOR IZ E D USAG E

All unauthorized, out of the ordinary or inappropriate use of the Phoenix logo is unacceptable without prior consent.

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Color Principles Color is the spirit of a brand. It is the spark that ignites the fire. It enhances and enlivens and is a powerful tool in reinforcing our brand identity to our customers and partners. Color can be the key to instant recognition of the Phoenix brand within the industry and beyond. When used simply and according to our brand standards, it enables clear and vibrant communication, communication that maintains a focused and thoughtful brand message. Color brings home the essence of Phoenix to all who see it.

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Hero Color The Brand Identity System Color Principles

For generations, Phoenix has championed the use of its core color–a vivid red. A clear indicator of both the brand’s heritage and bright future, we prominently feature our hero color throughout company materials.

The Phoenix Red should always be used with intention and precision. A well-edited use of the color speaks volumes for the brand.

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

PM S 485

OU R H E RO R E D

Our Phoenix Red is PANTONE® 485.

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Colors The Brand Identity System Color Principles

Our color palette embodies what we aim to provide— fortitude, power, vision. It provides a flexible foundation to focus on the bigger picture, while creating space for the small details needed for maximum impact.

Phoenix Colors serve as a primary palette for all Phoenix needs and work universally across all mediums.

PR I NT COLORS

PM S 485 C0 M95 Y100 K0

WH ITE C0 M0 Y0 K0

PM S 2333 C66 M55 Y58 K10

PANTON E B LACK C63 M62 Y59 K94

R255 G255 B255 H EX #FFFFFF

R189 G190 B192 H EX #B DB EC0

R105 G100 B99 H EX #696463

DIG ITAL COLORS

PHOE N IX CLASS IC COLORS

Made up of our Phoenix Red–PMS 485, white, black and monochromatic increments of PANTONE® 2333, these colors will anchor and balance color expressions.

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R255 G0 B0 H EX #FF0000

R0 G0 B0 H EX #000000

Typography Principles Type is the backbone of a brand. It expresses character and soul. Its expressiveness communicates to the viewer the tone of a piece, whether that tone is serious and formal or playful and casual, it is an essential element to the messaging of a brand. With Phoenix, the typography is contemporary, clean, honest and direct. We use a classic sans serif to marry the functional with the creative–an accurate description of the Phoenix brand itself. With its broad range of weights, a clear hierarchy of information can be established to help present our brand confidently and on message. / 0 3 1 / P H O E N I X B R A N D STA N DA R D S

Primary Typeface Family The Brand Identity System Typography Principles

So you can communicate quickly and simply without distracting from your message, we’ve created a systemic approach to Phoenix typography using AkzidenzGrotesk as our primary typeface. Choosing from a combination of weights, you can use Akzidenz-Grotesk to create a clear and consistent visual hierarchy.

PR I MARY SAN S S E R I F TYPE FACE

Akzidenz-Grotesk is made up of five weights: Light, Regular, Medium, Bold and Super. There are also italic versions for three weights. The majority of Phoenix’s communications should be set in AkzidenzGrotesk Regular, with light and heavier weights serving as heads and subheads.

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AKZ I DE NZ-G ROTE S K STD LIG HT

ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AKZ I DE NZ-G ROTE S K STD R EG U LAR

AB CDE FG H IJ KLM NOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AKZ I DE NZ-G ROTE S K STD M E DI U M

ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AKZ I DE NZ-G ROTE S K STD BOLD

ABCD E FG H IJ KLM NOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AKZ I DE NZ-G ROTE S K STD S U PE R

ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Primary Typeface Family The Brand Identity System Typography Principles

OBTAI N I NG AKZ I DE NZ-G ROTE S K

AKZ I DE NZ-G ROTE S K STD ITALIC

Reach out to our Marketing Lead about obtaining licensed versions of AkzidenzGrotesk:

ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

AKZ I DE NZ-G ROTE S K STD M E DI U M ITALIC

Usage rights are granted on a peruse basis and licensing fees are the responsibility of the requesting party.

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ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AKZ I DE NZ-G ROTE S K STD BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Secondary Typeface Family The Brand Identity System Typography Principles

Sometimes, the Primary Typeface Family is not available to use, but maintaining the Phoenix brand identity is something that should never be compromised. In these circumstances, we’ve outlined an appropriate alternate font that can be found easily on any computer.

SYSTE M FONT SAN S S E R I F

When Akzidenz-Grotesk is not readily available (such as when preparing a PowerPoint presentation for distribution on computers without the AkzidenzGrotesk family) the preferred alternate typeface is Arial.

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AR IAL R EG U LAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AR IAL R EG U LAR ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AR IAL BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 AR IAL BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Typography Hierarchy The Brand Identity System Typography Principles

The following pages outline the typography principles for messaging and typesetting.

Typography hierarchy is an important way to convey the brand message in a clear and consistent way.

TYPE S ETTI NG PROPORTION S

Point sizes can change depending on the piece’s dimension, but the design should keep as close to the proportions illustrated here as possible.

TRACKI NG

Correct letter spacing, called ‘tracking,’ improves readability. The header and the heading should be tracked slightly tighter than the default setting.

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PAG E H EADE RS

Smooth Top & Sides H EADI NG S & I M PORTANT I N FOR MATION

Specifications: 33 mm P R O F I LE 8TP

DIAM ETE R TH R EAD

Typography Hierarchy The Brand Identity System Typography Principles

The Intro and Body Copy should also have point sizes that maintain easy readability when displaying longer texts.

I NTRO COPY

This closure maximizes freshness and security within robust structural specs. Sized for true versatility across numerous product segments. Supports full graphics choice, including custom colors.

LEADI NG

The line spacing, called ‘leading,’ is critical to typesetting and legibility. The brand’s typeface generally looks best when the leading is set slightly looser than the default, giving a clean and professional look to the text.

BODY COPY

OPTION S

Available in white, standard colors and custom colors. Can be lined with a wide variety of liner systems. Liners can be cut with a tri-tab easy-open feature.

B U LLET POI NTS

TRACKI NG

Correct letter spacing, called ‘tracking,’ improves readability. The Intro Copy should be tracked more loosely than the default setting.

B U LLET POI NTS

Bullet points are useful when enumerating important closure benefits.

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C LO S U R E B E N E F I T S

• Proven winner in multiple markets • Accepts tamper-evident innerseals

Typography Hierarchy The Brand Identity System Typography Principles

Product key information needs to be clear and consistent.

The use of tables, charts, and bullet points allow for easier identification to the reader.

TAB LE S

Tables are useful when displaying a comparison of multiple products.

TAB LE S

S M O OT H TO P S & S I D E S

Sized for true versatility across numerous product segments.

H EADI NG

H EADI NG

H EADI NG

00mm

00oz

00.00

00mm

00oz

00.00

CHARTS

CHARTS

Charts may be used to list product applications and available sizes.

P R O D U CT A P P LI CAT I O N S

Nutraceuticals Personal Care Body Lotions and Scrubs Hair Care Dietary Supplements

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Page Architecture The Brand Identity System Typography Principles

The grid assists with the arrangement of design elements on a page and provides consistency across different design applications.

LETTE R S IZ E S E LL S H E ETS

YO U R C O M P LE T E P H O E N I X C LO S U R E

Page Header

Subheader quas audiam virtute ut, case utamur fuisset eam.

Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.

S E LL S H E ET G R I D

Page size: 8.5 x 11in Columns: 5 Rows: 5 Gutters: 0.25 in Top Margin: 0.75 in Bottom Margin: 0.75 in Left Margin: 1 in Right Margin: 1 in Doc. Grid: 0.25 x 0.25 in

Page Header

CHART H EADI NG

Lorem Ipsum Dolor Sit Amet Consectetur Adipiscing Eiusmod Tempor

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.

Incididunt Ut Labore Dolore Magna Aliqua Ipsum Quis Nostrud Et Veniam CHART H EADI NG

B U LLE T P O I N T S H E A D I N G

33-400-85, 38-400-85 38-400-85, 43-400-85

• Item one lorem ipsum

45-400-85, 53-400-85 58-400-85, 63-400-85 70-400-85, 75-400-85 83-400-45, 89-400-85

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FRONT

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BACK

Page Architecture The Brand Identity System Typography Principles

The same modular document grid of 0.25 x 0.25 in is used in multiple pieces. It is useful to keep a cohesive hierarchy when dealing with different dimensions and designs.

B ROCH U R E S

Page Header Subheader quas audiam virtute ut, utamur fuisset eam.

Lorem ipsum dolo amet, consectetur.

YO U R C O M P LE T E P H O E N I X C LO S U R E

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Brochure Title

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B ROCH U R E G R I D

Page size: 5.5 x 8.5 in Top Margin: 0.75 in Bottom Margin: 0.75 in Left Margin: 0.75 in Right Margin: 0.75 in Doc. Grid: 0.25 x 0.25 in

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Subheader quas audiam virtute ut.

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TA B LE H E A D I N G

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H EADI NG

H EADI NG

H EADI NG

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00.00

Cras efficitur egestas leo, ac tristique elit auctor vitae.

/ 0 4 0 / P H O E N I X B R A N D STA N DA R D S

Photography Principles Photography is an essential part of communicating a brand’s story. It has the opportunity to connect instantly with the viewer–impacting how a brand is remembered long after the viewing experience fades.

It acts as a powerful reinforcer of a brand’s identity through consistency and repeated use. When we grow accustomed to seeing an established photo style paired with a brand name, we further develop our relationship with that brand, cementing our visual language associated with it. And thus, deepening the meaning that brand has in our lives. / 0 4 1 / P H O E N I X B R A N D STA N DA R D S

Product Line Photography The Brand Identity System Photography Principles

The Phoenix Product Line Photography is a fresh take on showcasing our products.

We’ve established the new look to further enhance how we communicate to the marketplace.

COM POS ITION & COLOR

The Product Line Photos follow the brand colors. Compositions are graphic, bold, and brightly lit.

USAG E

No photos may be altered, customized or adjusted in any way. Please reach out to our Marketing Lead about using our library of images.

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

/ 0 4 2 / P H O E N I X B R A N D STA N DA R D S

Catalog Photography The Brand Identity System Photography Principles

The Phoenix Catalog Photography is sharp, simple and uniform in its approach and execution.

COM POS ITION & COLOR

The Catalog Photos feature the brand gray background color. The point of view is unfussy yet elevated, and consistent across the complete catalog of products.

Photos for the Catalog should always follow this art direction.

USAG E

No photos may be altered, customized or adjusted in any way. Please reach out to our Marketing Lead about using our library of images.

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

/ 0 4 3 / P H O E N I X B R A N D STA N DA R D S

On-Site Photography The Brand Identity System Photography Principles

The On-Site Photography is a comprehensive look at our multiple facilities captured in an approachable and engaging manner for our audiences.

VAR I ETY

The On-Site Photography covers a full spectrum of subject matters and compositions to choose from, ranging from detailed machinery close-ups to sweeping factory floor panoramas.

USAG E

No photos may be altered, customized or adjusted in any way. Please reach out to our Marketing Lead about using our library of images.

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772

/ 0 4 4 / P H O E N I X B R A N D STA N DA R D S

/ 0 4 5 / P H O E N I X B R A N D STA N DA R D S

Section 3: Design Applications

/ 0 4 6 / P H O E N I X B R A N D STA N DA R D S

Application Principles How we apply these design elements in the real world matters. When it comes to developing a brand voice for Phoenix, consistency is key. That doesn’t mean everything has to look the same. However, using the brand identity system in a consistent manner will build credibility for the brand, speed recognition, differentiate us from competition, and ultimately inspire trust in our brand message. One of the cornerstones of a memorable and respected brand experience is our continued, steady expression of that brand across all mediums. / 0 47 / P H O E N I X B R A N D STA N DA R D S

Identity Collateral Design Applications Application Principles

The Phoenix Identity Collateral includes a letterhead, business cards, envelopes, labels and any other branded stationery materials. They are often the initial interaction someone will have with our brand and are therefore important to carry out with consistency and close attention to detail.

STATION E RY

Letters and other forms of correspondence are one of the most common ways we communicate at Phoenix. A set of formatting guidelines has been developed to ensure that even the most basic forms of communication remain consistent across the organization.

Letterhead specifications can be found on the following page.

/ 0 4 8 / P H O E N I X B R A N D STA N DA R D S

November 29, 2017

Ms. Client Company Name 2000 X Lane City, State, 01020

Dear Client: Lorem ipsum dolor sit amet consectetur adipiscing elit, sed do eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim viniam, quis nostrud exercitation illamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore wu fugiat nulla pariatur. Excepteur sint occarcat cupodatat non prident, sunt in culpa qui officia desenrunt mollit anim id est laborum.

Prit quas audiam virtute, ut, case utamur fuisset eam ut, iisque accommodare an eam. Reque blandit qui eu, cu vix nonumy volumus. Legendos intellegam id usu, vide oporteat vix eu, id illud principes has. Nam tempor utamur gubergren no.

Ex soleat habemus usu, te nec, eligendi deserunt vituperata. Natum consulatu vel ea, duo cetero repudiare efficiendi cu. Has at quas nonumy facilisis, enim percipitur mei ad. Mazim possim adipisci sea ei, omnium arterno platonem mei no. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla int occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est nam non velitloris ilud aute.

Sincerely,

Alby Miller Co-President

B US I N E SS CAR DS – 2.5” X 3”

P H X P KG . COM P 630 420 4750 1899 High Grove Lane, Naperville, I L 60 540

LETTE R H EAD — 8.5” X 11”

Identity Collateral Design Applications Application Principles

LETTE R H EAD G U I DANCE

0.75 I N

When working with our letterhead document, following a few key rules will help ensure brand consistency. The document is a template and should have our logo, the appropriate address and URL already in place. The following details may already be set up, but to be certain, ensure that:

2.3125 I N

November 29, 2017

Ms. Client Company Name 2000 X Lane City, State, 01020

Dear Client:

Prit quas audiam virtute, ut, case utamur fuisset eam ut, iisque accommodare an eam. Reque blandit qui eu, cu vix nonumy volumus. Legendos intellegam id usu, vide oporteat vix eu, id illud principes has. Nam tempor utamur gubergren no.

Margins will match what is shown here, with the left margin aligning to our contact information and the right pulled in to create a comfortably legible line length.

TE M PLATE S

Reach out to our Marketing Lead about obtaining pre-existing documents:

FONT: ARIEL 9 PT TEXT/ 12 PT LEADING

Lorem ipsum dolor sit amet consectetur adipiscing elit, sed do eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim viniam, quis nostrud exercitation illamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore wu fugiat nulla pariatur. Excepteur sint occarcat cupodatat non prident, sunt in culpa qui officia desenrunt mollit anim id est laborum.

Your font is set to Ariel at 9pt size and line spacing is set to exactly 12 pts.

Ex soleat habemus usu, te nec, eligendi deserunt vituperata. Natum consulatu vel ea, duo cetero repudiare efficiendi cu. Has at quas nonumy facilisis, enim percipitur mei ad. Mazim possim adipisci sea ei, omnium arterno platonem mei no. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla int occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est nam non velitloris ilud aute.

Sincerely,

TEXT DOES NOT GO BEYOND THE 1.675 IN MARGIN

Alby Miller Co-President

P H X P KG . COM P 630 420 4750 1899 High Grove Lane, Naperville, I L 60 540

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772.

1.25 I N

/ 0 4 9 / P H O E N I X B R A N D STA N DA R D S

1.6875 I N

0.75 I N

1.25 I N

Identity Collateral Design Applications Application Principles

A-10 E NVE LOPE S

The Phoenix Identity Collateral includes a Plain-Front A-10 Envelope as well as a Window-Front A-10 Envelope. Both are available for your use.

A-10 PLAI N E NVE LOPE

/ 0 5 0 / P H O E N I X B R A N D STA N DA R D S

Identity Collateral Design Applications Application Principles

NOTE PAD

The Phoenix Notepad is consistent with the other stationery elements to ensure brand visual coherence.

5.5”W x 8.5”H

P H X P KG . COM P 630 420 4750 E greatpkg@phxpkg.com 1899 High Grove Lane, Naperville, I L 60 540

SAM PLE LAB E L

The Phoenix Sample Label is a universal adhesive label that can be used across a wide variety of packaging sizes for a number of labeling needs.

SAM PLE LAB E L

5.0”W x 3.0”H

P H X P KG . COM P 630 420 4750 E greatpkg@phxpkg.com 1899 High Grove Lane, Naperville, I L 60 540

NOTE PAD

/ 0 5 1 / P H O E N I X B R A N D STA N DA R D S

Wayfinding Signage Design Applications Application Principles

Consistent and effective signage will help to identify Phoenix as a unified brand across multiple locations, guiding customers and clients with a clear, streamlined brand message and tone.

E NTRANCE S IG N

The entrance sign displays the Phoenix Primary Logo in the color version against the white background. It is important to keep enough clear space surrounding the logo, as stated on Page 18.

/ 0 5 2 / P H O E N I X B R A N D STA N DA R D S

E NTRANCE S IG N:

Wayfinding Signage Design Applications Application Principles

Consistent, effective signage helps identity Phoenix as a unified brand in all of our facility locations, guiding customers and clients with a clear, streamlined brand message. Optimum viewing placement should always be considered.

WAYFI N DI NG S IG NAG E

Akzidenz-Grotesk St is used on all exterior signage. The single-color, white Phoenix logo must appear flush-right inside the red bar. All directional language must appear flush-left. For effortless sign reproduction across our multiple locations, the arrows are provided as separate files to be produced in vinyl and placed on each sign. All arrows must follow the guidelines for correct placement.

R ECE IVI NG DOU B LE-S I DE D S IG N:

30 I N 2.825 I N

1.75 I N 7.325 I N

FONT: AKZIDENZGROTESK ST MEDIUM, 405 PT TRACKING: 0

2 IN

Receiving

ARROW IS LEFT ALIGNED, POINT OF THE ARROW IS VISUALLY CENTERED BETWEEN BOTTOM OF TEXT AND BOTTOM EDGE OF THE SIGN.

AR ROW DI M E N S ION S FOR R ECE IVI NG DOU B LE-S I DE D S IG N S:

3.4 I N

5 IN

/ 0 5 3 / P H O E N I X B R A N D STA N DA R D S

1.75 I N

3.45 I N 24 I N

Wayfinding Signage Design Applications Application Principles

Consistent, effective signage helps identity Phoenix as a unified brand in all of our facility locations, guiding customers and clients with a clear, streamlined brand message. Optimum viewing placement should always be considered.

WAYFI N DI NG S IG NAG E

Akzidenz-Grotesk St is used on all exterior signage. The single-color, white Phoenix logo must appear flush-right inside the red bar. All directional language must appear flush-left. For effortless sign reproduction across our multiple locations, the arrows are provided as separate files to be produced in vinyl and placed on each sign. All arrows must follow the guidelines for correct placement.

R ECE IVI NG OR S H I PPI NG S IG N: 30 I N 2 IN

1.75 I N 1.75 I N 7.325 I N

FONT: AKZIDENZGROTESK ST REGULAR, 120 PT TRACKING: 50

2 IN 1.975 I N

1899 High Grove Lane

Receiving Shipping

FONT: AKZIDENZGROTESK ST MEDIUM, 319 PT TRACKING: 0

AR ROW DI M E N S ION S FOR R ECE IVI NG OR S H I PPI NG S IG N S:

2.72 I N

4 IN

/ 0 5 4 / P H O E N I X B R A N D STA N DA R D S

9 IN

24 I N

ARROWS ARE CENTER ALIGNED VISUALLY BETWEEN THE END OF THE WORD ‘RECEIVING’ AND RIGHT EDGE OF SIGN.

Wayfinding Signage Design Applications Application Principles

Consistent, effective signage helps identity Phoenix as a unified brand in all of our facility locations, guiding customers and clients with a clear, streamlined brand message. Optimum viewing placement should always be considered.

WAYFI N DI NG S IG NAG E

Akzidenz-Grotesk St is used on all exterior signage. The single-color, white Phoenix logo must appear flush-right inside the red bar. All directional language must appear flush-left. For effortless sign reproduction across our multiple locations, the arrows are provided as separate files to be produced in vinyl and placed on each sign. All arrows must follow the guidelines for correct placement.

S H I PPI NG & R ECE IVI NG S IG N:

30 I N 2.5 I N

1.425 I N 6.615 I N

FONT: AKZIDENZGROTESK ST REGULAR, 120 PT TRACKING: 50

1.815 I N 2 IN

1899 High Grove Lane

Shipping & Receiving

FONT: AKZIDENZGROTESK ST MEDIUM, 286 PT TRACKING: 0

AR ROW DI M E N S ION S FOR S H I PPI NG & R ECE IVI NG S IG N S:

2.875 I N

4.2 I N

/ 0 5 5 / P H O E N I X B R A N D STA N DA R D S

1.685 I N

24 I N

ARROW IS LEFT ALIGNED, POINT OF THE ARROW IS VISUALLY CENTERED BETWEEN BOTTOM OF TEXT AND BOTTOM EDGE OF THE SIGN.

Cartons Design Applications Application Principles

There are three different cartons used regularly within Phoenix: the X, Z, and P. All feature the Phoenix Brand Story, our Center Stacked Logo, and the pertinent labeling information.

CARTON Z

1890 Safe Glass Company is founded in Bowling Green, Ohio, by John S. Giles, a Civil War Veteran.

1893 A.L. Weissenthanner, an innovator from Paris, shares his innovative a metal cap with a secure hermetic seal at the Chicago World's Fair. Following the cap's success, Weissenthanner founds the Phoenix Cap Company.

Each carton follows strict layout guidelines to match the carton vendor’s manufacturing requirements.

CARTON Z

Flat dimensions: 80 in x 23.6875 in

/ 0 5 6 / P H O E N I X B R A N D STA N DA R D S

EXCLUSION OF WARRANTIES

I M PORTANT: DO NOT DROP

Phoenix does not warrant the closure or liner in this container to be compatible with any specific product or manufacturing system, and therefore disclaims any warranty, merchantability or fitness for a specific product or use. The product manufacturer/ packager has the accountability to test and evaluate the appropriateness and compatibility of the closure and lines through each and every phase of the manufacturing/packaging, storage and distribution. Testing should include evaluating the package’s expected life cicle. if requested, Phoenix will aid in appropriate testing, but the final responsability and decision falls to the manufacturer/packager.

CLOS U R E HAN DLI NG I N STR UCTION S: TO I N S U R E B E ST PE R FOR MANCE, AVOI D S U DDE N TE M PE RATU R E CHANG E S. ALLOW CLOS U R E S TO ADAPT TO ROOM TE M PE RATU R E B E FOR E US I NG. STOR E I N A CLEAN, DRY AR EA B ETWE E N 60–80 O F AN D 35-60% R E LATIVE H U M I DITY.

1922 Phoenix-Hermetic pioneers techniques in closures design, capping machinery, cap sealing, liner systems, metal forming, measurement standards, lithography and the breakthrough development of the modern-day continuous thread cap.

8.1875 I N

1932 To reflect the new technology in caps, the company changes its name to the The Phoenix Metal Cap Company.

1905 The Safe Glass Company merges with J.A. Landsberger – a metal cap manufacturer based in California – to form the Hermetic Closure Company.

Operations are moved to Chicago.

1939 Phoenix first introduces plastic caps and moves headquarters to Naperville, Illinois. With its commitment to thermoplastics underway, the company changes its name to Phoenix Closures, Inc.

1911 The Phoenix Cap Company and the Hermetic Closure Company form the Phoenix-Hermetic Company.

2018 In an effort to reflect its holistic approach to packaging, Phoenix Closures drops ‘Closures’ from its name to become simply Phoenix – an enduring symbol of tenacity and dedication.

PHXPKG.COM 630 420 4750 1899 High Grove Lane, Naperville, I L 60540

SEE PACKAGE LABEL FOR MANUFACTURING ADDRESS

7.6875 I N CAPS S HOU LD B E US E D WITH I N 6 MONTH S OF R ECE I PT.

72304021

15.6250 I N

7.8125 I N

Z P0119A

23.6250 I N

15.6875 I N

23.6250 I N

Cartons Design Applications Application Principles

CARTON X

CARTON X

Flat Dimensions: 80 in x 30 in 1890 Safe Glass Company is founded in Bowling Green, Ohio, by John S. Giles, a Civil War Veteran.

1893 A.L. Weissenthanner, an innovator from Paris, shares his innovative a metal cap with a secure hermetic seal at the Chicago World's Fair. Following the cap's success, Weissenthanner founds the Phoenix Cap Company.

1922 Phoenix-Hermetic pioneers techniques in closures design, capping machinery, cap sealing, liner systems, metal forming, measurement standards, lithography and the breakthrough development of the modern-day continuous thread cap.

7.6250 I N

1932 To reflect the new technology in caps, the company changes its name to the The Phoenix Metal Cap Company.

1905 The Safe Glass Company merges with J.A. Landsberger – a metal cap manufacturer based in California – to form the Hermetic Closure Company.

Operations are moved to Chicago.

1939 Phoenix first introduces plastic caps and moves headquarters to Naperville, Illinois. With its commitment to thermoplastics underway, the company changes its name to Phoenix Closures, Inc.

1911 The Phoenix Cap Company and the Hermetic Closure Company form the Phoenix-Hermetic Company.

2018 In an effort to reflect its holistic approach to packaging, Phoenix Closures drops ‘Closures’ from its name to become simply Phoenix – an enduring symbol of tenacity and dedication.

CARTON P

Flat Dimensions: 80 in x 30 in

EXCLUSION OF WARRANTIES Phoenix does not warrant the closure or liner in this container to be compatible with any specific product or manufacturing system, and therefore disclaims any warranty, merchantability or fitness for a specific product or use. The product manufacturer/packager has the accountability to test and evaluate the appropriateness and compatibility of the closure and lines through each and every phase of the manufacturing/packaging, storage and distribution. Testing should include evaluating the package’s expected life cicle. if requested, Phoenix will aid in appropriate testing, but the final responsability and decision falls to the manufacturer/packager.

I M PORTANT: DO NOT DROP

14.5 I N

CLOS U R E HAN DLI NG I N STR UCTION S: TO I N S U R E B E ST PE R FOR MANCE, AVOI D S U DDE N TE MPE RATU R E CHANG E S. ALLOW CLOS U R E S TO ADAPT TO ROOM TE M PE RATU R E B E FOR E US I NG.

The black stripes on Carton P are used for quick identification purposes in the factories. They need to be placed 0.3750 in from the top and bottom of Carton P.

STOR E I N A CLEAN, DRY AR EA B ETWE E N 60–80 O F AN D 35-60% R E LATIVE H U M I DITY.

CAPS S HOU LD B E US E D WITH I N 6 MONTH S OF R ECE I PT.

S E E PACKAG E LAB E L FOR MAN U FACTU R I NG ADDR E SS

P H X P K G . C O M 630 420 4750 1899 High Grove Lane, Naperville, I L 60540

66258061

15.3750 I N

7.8750 I N

P01124 1X

23.5 I N

15.3750 I N

23.5 I N

CARTON P

1890 Safe Glass Company is founded in Bowling Green, Ohio, by John S. Giles, a Civil War Veteran.

1893 A.L. Weissenthanner, an innovator from Paris, shares his innovative a metal cap with a secure hermetic seal at the Chicago World's Fair. Following the cap's success, Weissenthanner founds the Phoenix Cap Company.

1922 Phoenix-Hermetic pioneers techniques in closures design, capping machinery, cap sealing, liner systems, metal forming, measurement standards, lithography and the breakthrough development of the modern-day continuous thread cap.

7.6250 I N

1932 To reflect the new technology in caps, the company changes its name to the The Phoenix Metal Cap Company.

1905 The Safe Glass Company merges with J.A. Landsberger – a metal cap manufacturer based in California – to form the Hermetic Closure Company.

Operations are moved to Chicago.

1939 Phoenix first introduces plastic caps and moves headquarters to Naperville, Illinois. With its commitment to thermoplastics underway, the company changes its name to Phoenix Closures, Inc.

1911 The Phoenix Cap Company and the Hermetic Closure Company form the Phoenix-Hermetic Company.

2018 In an effort to reflect its holistic approach to packaging, Phoenix Closures drops ‘Closures’ from its name to become simply Phoenix – an enduring symbol of tenacity and dedication.

EXCLUSION OF WARRANTIES Phoenix does not warrant the closure or liner in this container to be compatible with any specific product or manufacturing system, and therefore disclaims any warranty, merchantability or fitness for a specific product or use. The product manufacturer/packager has the accountability to test and evaluate the appropriateness and compatibility of the closure and lines through each and every phase of the manufacturing/packaging, storage and distribution. Testing should include evaluating the package’s expected life cicle. if requested, Phoenix will aid in appropriate testing, but the final responsability and decision falls to the manufacturer/packager.

I M PORTANT: DO NOT DROP

14.5 I N

CLOS U R E HAN DLI NG I N STR UCTION S: TO I N S U R E B E ST PE R FOR MANCE, AVOI D S U DDE N TE MPE RATU R E CHANG E S. ALLOW CLOS U R E S TO ADAPT TO ROOM TE M PE RATU R E B E FOR E US I NG.

CAPS S HOU LD B E US E D WITH I N 6 MONTH S OF R ECE I PT.

STOR E I N A CLEAN, DRY AR EA B ETWE E N 60–80 O F AN D 35-60% R E LATIVE H U M I DITY.

P H X P K G . C O M 630 420 4750 1899 High Grove Lane, Naperville, I L 60540

S E E PACKAG E LAB E L FOR MAN U FACTU R I NG ADDR E SS

7.8750 I N

P0204G PCTN

15.3750 I N

/ 0 57 / P H O E N I X B R A N D STA N DA R D S

23.5 I N

15.3750 I N

23.5 I N

Clothing Design Applications Application Principles

M E N’S T-S H I RT FRONT

M E N’S T-S H I RT BACK

T-shirts should have the Phoenix Primary Logo screen printed on the front in White + PMS 485.

T-shirts should have the Phoenix Tagline screen printed on the back in White.

/ 0 5 8 / P H O E N I X B R A N D STA N DA R D S

Clothing Design Applications Application Principles

WOM E N’S T-S H I RT FRONT

WOM E N’S T-S H I RT BACK

T-shirts should have the Phoenix Primary Logo screen printed on the front in White + PMS 485.

T-shirts should have the Phoenix Tagline screen printed on the back in White.

/ 0 5 9 / P H O E N I X B R A N D STA N DA R D S

Miscellaneous Design Applications Application Principles

HAT

HAT S I DE VI EW

The hat has the logomark embroidered in our brand red, PMS 485, centered on the front.

Phoenix’s logotype is embroidered on the center back in white.

It should always follow the logotype size minimums.

/ 0 6 0 / P H O E N I X B R A N D STA N DA R D S

Miscellaneous Design Applications Application Principles

TOTE BAG

M UG

The tote bag features the Phoenix logomark in our brand red, PMS 485, and is screen-printed on both sides.

The ceramic white mug features the Phoenix logomark in our brand red, PMS 485, and is screen-printed on both sides.

/ 0 6 1 / P H O E N I X B R A N D STA N DA R D S

Digital Applications Design Applications Application Principles

Functioning for both existing and new customers, the Phoenix website is an easy-to-use resource. It’s a promotional space for our wide range of capabilities and a place for us to showcase our thought leadership.

WE BS ITE

The website features a comprehensive online product catalog and easy to download Spec Sheets for more detailed information.

/ 0 6 2 / P H O E N I X B R A N D STA N DA R D S

Digital Applications Design Applications Application Principles

With thousands of emails being sent weekly, it’s important our Email Signatures adhere to the Phoenix brand standards. They are often one of the first interactions people have with our brand.

E MAI L S IG NATU R E S

David M Szala

In order to keep within our established brand typography, all signatures are set using our approved system font, Arial.

dszala@phxpkg.com phxpkg.com

S PECI FICS

Name: Arial Regular, 13.5pt Text /11pt Leading Phoenix: Arial Bold, 100 Tracking 13.5pt Text /11pt Leading All Other Text: Arial Regular 9pt Text /11pt Leading

/ 0 6 3 / P H O E N I X B R A N D STA N DA R D S

Director of Marketing

PHO ENI X P 630 420 4772 M 630 803 8816 1899 High Grove Lane, Naperville, IL 60540 Rise With Us

Digital Applications Design Applications Application Principles

Presentation templates are used to inform existing and new customers about Phoenix and its capabilities.

They are intended to have a clear hierarchy of information for better legibility. The template uses the font Arial in different type treatments to accommodate a wide range of content size.

POWE R POI NT

The Power Point design features comprehensive information about Phoenix and its products so customers can easily choose what best fits their needs.

/ 0 6 4 / P H O E N I X B R A N D STA N DA R D S

/ 0 6 5 / P H O E N I X B R A N D STA N DA R D S

Section 4: Sub-Brands

/ 0 6 6 / P H O E N I X B R A N D STA N DA R D S

Overview At Phoenix, we are always working to develop an even broader portfolio of offerings for our customers. Some of these offerings fall under the umbrella of Phoenix, but operate as their own comprehensive sub-brand. Included under this arc is our trailblazing Horizon brand, which you will learn more about on the following pages. We have also set up guidelines on how to approach any additional sub-brands. Please use this portion of the Brand Standards as a helpful roadmap to help you navigate the ins and outs of your needs. / 0 67 / P H O E N I X B R A N D STA N DA R D S

/ 0 6 8 / P H O E N I X B R A N D STA N DA R D S

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Horizon Logo Sub-Brands Logo Principles

The Horizon Logo will work across all media. To ensure the expression of the logo is right for its context, we’ve creative a system that includes PANTONEŽ colors and its CMYK Process equivalents as well as HEX and RGB values.

Reversed logo treatments are also included. So whether the Horizon logo appears on packaging, the Web, in print, on screen, or on a product, our logo will be functional, clear and dependable in any context.

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Horizon Logo Sub-Brands Logo Principles

The Horizon Logo has two main elements: the disc and the all caps logotype. They each play an important role in expressing the symbolism of the brand in addition to following an established sub-brand logo system.

HOR IZON MAR K

OU R MAR K

The Horizon Disc refers to the mechanical structure of our brand in a strong and memorable way. This mark can evolve to other complementary shapes to represent future sub-brands.

OU R WOR DMAR K/LOGOTYPE

The all-caps logotype sets a tone of precise manufacturing and strength. Its mechanical yet smooth look conveys confidence to clients and partners.

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HOR IZON WOR DMAR K

Horizon Logo Sub-Brands Logo Principles

CLEAR S PACE

The Horizon logo needs space to breathe.

The clear space surrounding the logo is an integral part of its design. Always maintain the allocated space around the logo wherever it is used. The same rule is applied to any other sub-brand logo.

M I N I M U M S IZ E FOR PR I NT

The logo minimum should never go below 1.5 in wide for print applications to ensure best logo legibility.

CLEAR S PACE = LETTE R H

M I N I M U M S IZ E FOR DIG ITAL

The logo minimum size should never go below 144 px wide at 72 dpi.

PR I NT M I N I M U M S IZ E 1.5 I N WI DE

/ 072 / P H O E N I X B R A N D STA N DA R D S

DIG ITAL M I N I M U M S IZ E 144 PX @ 72 DPI

Logo Use of Color Sub-Brands Logo Principles

Here are guidelines to help you navigate which color is best suited to a specific logo application.

100% WH ITE

100% B LACK

20% PM S 2333

40% PM S 2333

FU LL-COLOR USAG E

The full-color lockup may appear against a white (positive) or black (reverse) background. These are the main colors to use behind the logo.

US I NG J U DG M E NT

The logo may be reversed out of fields of color, provided contrast and legibility is maintained.

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Use Single Color Sub-Brands Logo Principles

Here are guidelines to help you navigate which single color logo is best suited to a specific application.

100% WH ITE

100% B LACK

30% B LACK

40% B LACK

100% PM S 485

100% PM S 2333

S I NG LE-COLOR USAG E

When creating black and white material, always use a one-color version of our logo.

The lockup should never be converted to any other color. Black and white single color logos are the only acceptable single colors to use. Never use the Phoenix Red in a single color logo.

US I NG J U DG M E NT

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Misuse Sub-Brands Logo Principles

Here are guidelines to help you navigate which color background must NOT be used in any application.

100% PM S 485

PM S 485 LOGO

NOT E NOUG H CONTRAST / 80% B LACK

NOT E NOUG H CONTRAST / 20% PM S 2332

PM S 485 TI NT

NOT E NOUG H CONTRAST / PHOTOG RAPHY

PM S 485 USAG E

Never use the Horizon Red in a single color logo against any background. The PMS 485 use should be restricted to the Horizon Disc mark only in the allowed situations stated previously.

US I NG J U DG M E NT

When background values fall between 10% and 80% black, there must be sufficient contrast between the background and all elements of the lockup and the appropriate one-color version must be used.

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Logo Misuse Sub-Brands Logo Principles

Compromising our logo’s appearance compromises the appearance of our company as a whole. The examples on this page demonstrate ways of impairing our brand by misusing our logo.

DO NOT ALTE R R E LATION S H I P

DO NOT S E PARATE MAR K

DO NOT S E PARATE LOGOTYPE

DO NOT US E LOW QUALITY R E PRODUCTION S

DO NOT ALTE R COLOR

DO NOT PLACE MAR K WITH I N ANY S HAPE

MAR KETI NG CONTACT

Curious to know if you’re using our logo in the right way? Email or call our marketing lead.

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772.

U NAUTHOR IZ E D USAG E

All unauthorized, out of the ordinary or inappropriate use of the Phoenix logo is unacceptable without prior consent.

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Logo Misuse Sub-Brands Logo Principles

Compromising our logo’s appearance compromises the appearance of our company as a whole. The examples on this page demonstrate ways of impairing our brand by misusing our logo.

DO NOT DI STORT OR ROTATE

DO NOT ALTE R COLOR

DO NOT ADD E FFECTS

DO NOT R ECR EATE

DO NOT OUTLI N E

DO NOT ADD TEXT

MAR KETI NG CONTACT

Curious to know if you’re using our logo in the right way? Email or call our marketing lead.

Dave Szala, Director of Marketing dszala@phxpkg.com 630 420 4772.

U NAUTHOR IZ E D USAG E

All unauthorized, out of the ordinary or inappropriate use of the Phoenix logo is unacceptable without prior consent.

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Sub-Brand Colors Sub-Brands Color Principles

Horizon’s color palette utilizes the Phoenix Classic Colors, which provides a consistent look and vision. It supports a flexible foundation to focus on the bigger picture, while creating space for the small details needed for maximum impact.

PHOE N IX CLASS IC COLORS

Made up of our Phoenix Red, PMS 485, White, Black and monochromatic increments of PANTONE® 2333, these colors will anchor and balance color expressions.

PR I NT COLORS

PM S 485 C0 M95 Y100 K0

PM S 2333 C66 M55 Y58 K10

PANTON E B LACK C63 M62 Y59 K94

R255 G255 B255 H EX #FFFFFF

R189 G190 B192 H EX #B DB EC0

R105 G100 B99 H EX #696463

DIG ITAL COLORS

R255 G0 B0 H EX #FF0000

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WH ITE C0 M0 Y0 K0

R0 G0 B0 H EX #000000

Cannabis-Focused Colors Sub-Brands Color Principles

Our Cannabis-Focused Colors are the only exception to the rule. The darker and lighter Horizon Greens replace the emblematic Phoenix Red in order to differentiate this very specific market niche.

HOR IZON G R E E N COLORS

Made up of our Horizon Green PMS 7734 and PMS 7740, white, black and monochromatic increments of PANTONEÂŽ 2333, these colors will set the Cannabis-Focused sub-brand apart from the general Horizon brand.

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PM S 7734 C89 M36 Y100 K33 R8 G95 B48 H EX #085E2F

PM S 7740 C76 M23 Y90 K8 R218 G41 B28 H EX #448C4B

WH ITE C0 M0 Y0 K0 R255 G255 B255 H EX #FFFFFF

PM S 2333 C66 M55 Y58 K10 R116 G116 B116 H EX #737373

PANTON E B LACK C63 M62 Y59 K94 R45 G41 B38 H EX #2D2926

Horizon Typography Sub-Brands Typography Principles

Horizon typography is different from Phoenix typography in order to differentiate the sub-brand. We’ve created a complementary system to Phoenix typography using GT Pressura and Gotham.

GT PR E SS U RA R EG U LAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 GT PR E SS U RA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

S U B-B RAN DS TYPE FACE S

GOTHAM BOOK

GT Pressura should be used in two weights: Regular and Bold. The majority of Horizon’s communications should be set in GT Pressura Regular followed by Gotham Book, with light and heavier weights serving as heads and subheads.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 GOTHAM M E DI U M

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 GOTHAM BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

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Typography Hierarchy Sub-Brands Typography Principles

The following pages outline the typography principles for messaging and typesetting.

Typography hierarchy is an important way to convey the brand message in a clear and consistent way.

PAG E H EADE RS

HORIZON H EADI NG S & I M PORTANT I N FOR MATION

WHERE IT ALL COMES TOGETHER

TYPE S ETTI NG PROPORTION S

Point sizes can change depending on the piece’s dimension, but the design should keep as close to the proportions illustrated here as possible.

TRACKI NG

Correct letter spacing, called ‘tracking,’ improves readability. The header and the heading should be tracked slightly tighter than the default setting.

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I NTRO COPY

Horizon offers options exclusive to the industry. Runs of any size give you the power to grow to scale with brand continuity.

Typography Hierarchy Sub-Brands Typography Principles

The Intro and Body Copy should feature point sizes that maintain easy readability when displaying longer texts.

LEADI NG

The line spacing, called ‘leading,’ is critical to typesetting and legibility. The brand’s typeface generally looks best when the leading is set slightly looser than the default, giving a clean and professional look to the text.

TRACKI NG

Correct letter spacing, called ‘tracking,’ improves readability. The Intro Copy should be tracked more loosely than the default setting.

B U LLET POI NTS

Bullet points are useful to enumerate important closure benefits.

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BODY COPY & B U LLET POI NTS

OPT IMAL For the most customization, this is Horizon’s best choice, and it provides exclusive options. If you can design it, we can make it. Customers will choose, save, and collect your unique containers, appreciating your product.

•

Any shape bottle

•

Custom color bottle and color cap

•

Label, wrap, silkscreen

Typography Hierarchy Sub-Brands Typography Principles

Product key information needs to be clear and consistent.

The use of tables, charts, and bullet points allow for easier identification to the reader.

TAB LE S

Tables are useful when displaying a comparison of multiple products.

TAB LE S

CHILD RESISTANT CAPS Sized for true versatility across numerous product segments.

Heading

Heading

Heading

00mm

00oz

00.00

00mm

00oz

00.00

CHARTS

CHARTS

Charts may be used to list product applications and available sizes.

PRODUCT APPLICATIONS Nutraceuticals Personal Care Body Lotions and Scrubs Hair Care Dietary Supplements

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53MM 20 Dram / 2.5 oz

Print Applications Sub-Brands Typography Principles

Sub-brand print applications should remain consistent with the established brand designs.

It is useful to keep a cohesive hierarchy when dealing with different design dimensions.

S E LL S H E ET DI M E N S ION S

Page size: 8.5 x 11 in Top Margin: 0.75 in Bottom Margin: 0.5 in Left Margin: 0.75 in Right Margin: 0.75 in

LETTE R S IZ E S E LL S H E ETS

C H OOSE H O R I Z O N Horizon is where it all comes together. This new cannabis packaging combines

Horizon is brought to you by Phoenix, where six generations of service meet

compliance, convenience, and customization. Horizon offers options exclusive to the

cutting-edge technology and capacity. Our technical expertise and agility match

industry. Stock packages and low minimums for custom runs give you the power to

our commitment to your success. We’re redefining collaboration from design

grow to scale with brand continuity. Made in the U.S., just a call or click away.

to manufacture. Horizon works for you.

Small or large, we get you.

COMPLIANT

53MM

70MM

80MM

20 Dram / 2.5 oz

30 Dram / 3.8 oz

53 Dram / 6.6 oz

53MM

70MM

80MM

40 Dram / 5 oz

53 Dram / 6.6 oz

85 Dram / 10.6 oz

Our child-resistant caps need an adult-sized palm to push down and open. Horizon’s exclusive closure enables security and easy use. All Horizon jars have been evaluated and tested by a third-party laboratory using the Consumer Product Safety Commission’s protocol and standards for Poison Prevention Packaging as required by the Code of Federal Regulations, Title 16, Part 1700.

CONVENIENT Sleek, smooth lines allow for easy machine labeling and automated filling. Horizon stacks with integrity. Quick product setup and storage keeps multiple brands looking clean on the shelf. Makes inventory easy to track and orient by packaging.

C USTO M I ZA B LE With the most adaptable cannabis packaging available, you can finally reach true brand differentiation through superior aesthetics. You choose size, shape, color, and opacity. Expressive packaging can make your brand pop out of the crowd. Use the smooth side to easily hand label, machine label, or shrink sleeve. Bring us your challenges and problems; Horizon adapts to your needs.

C O N TAC T U S

C O N TAC T U S

h o r i zo n - pkg . c o m i n fo @ h o r i zo n - pkg . c o m 6 3 0. 4 2 0. 47 5 0

h o r i zo n - pkg . c o m i n fo @ h o r i zo n - pkg . c o m 6 3 0. 4 2 0. 47 5 0

FRONT

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A BOUT H OR IZON

Horizon is manufactured by

BACK

Print Applications Sub-Brands Typography Principles

Sub-brand print applications should remain consistent with the established brand designs.

It is useful to keep a cohesive hierarchy when dealing with different design dimensions.

B ROCH U R E S

HOR IZON – C ON V EN IEN T. C OMPLIAN T. C U STOMIZAB LE.

O W N YO UR M AR KET Horizon is the first and only customizable cannabis container. Fully certified childresistant meets choice like never before.

HORI Z O N– W H E RE I T A L L C O M E S TO G E T H E R.

You decide size, color, shape, opacity, and labeling for small, medium, and large runs.

Finally, compliance is customizable.

Multiple, exclusive design and labeling options give your brand a powerful awareness advantage and build maximum customer loyalty.

A revolution in the cannabis packaging industry, Horizon’s secure, patent pending solutions are built into all sizes.

Your brand pops off the shelf for instant attention. Horizon puts it all right in the palm of your hand.

Horizon was created to push brands into the spotlight with customization options that set new benchmarks.

Make a statement with packaging that earns customer attention. Your brand deserves Horizon quality.

B ROCH U R E DI M E N S ION S

Page size: 5.5 x 8.5 in Top Margin: 0.875 in Bottom Margin: 0.5 in Left Margin: 0.75 in Right Margin: 0.75 in

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C O N TAC T U S h o r i zo n - pkg . c o m i n fo @ h o r i zo n - pkg . c o m 6 3 0. 4 2 0. 47 5 0

O PTI M AL

ENH ANCED

B ASIC

For the most customization, this is Horizon’s best choice, and it provides exclusive options. If you can design it, we can make it. Customers will choose, save, and collect your unique containers, appreciating your product.

This is where Horizon starts to get really revolutionary: you can customize your containers, by size and custom colors.

“Available and compliant” was yesterday. Now you can brand your product your way.

Horizon provides secure ease of use. All Horizon containers are child-resistant and offer true opacity. They require an adult-sized palm to push down and open. Made in the U.S.A. for superior service and quality.

•

Any shape bottle

•

Custom color cap

•

White caps

•

Custom colors, even clear

•

Custom color bottle

•

White bottles

•

Label, wrap, silkscreen printing

•

Label, wrap, printing

•

Label, wrap, printing

Digital Applications Sub-Brands Design Applications

When creating sub-brand extensions in the digital realm, it’s important to carry through the established brand architecture, typography and color palette.

HOR IZON CAN NAB I S-FOCUS E D S ITE

The Horizon website was created to coincide with the launch of the subbrand and an important trade show. It features e-commerce capabilities as well as information on the extensive customization options offered.

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Section 5: Brand Support

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Asset Directory and Contact MAR KETI NG CONTACTS

It is of utmost importance that the Brand Standards System is used with consistency across our brand.

All questions related to the Brand Guidelines and other design or visual materials should be referred to the contacts below in order to help maintain appropriate design solutions for the Phoenix brands.

David M Szala Director of Marketing dszala@phxpkg.com P 630 420 4772 M 630 803 8816 1899 High Grove Lane, Naperville, IL 60540

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Katie M Hoffman Senior Marketing Analyst khoffman@phxpkg.com P 630 276 2518 M 563 940 0703 1899 High Grove Lane, Naperville, IL 60540

Beth Lopez Marketing Coordinator blopez@phxpkg.com P 630 420 4784 1899 High Grove Lane, Naperville, IL 60540

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